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Patient Engagement: Why Email is an Essential Channel

Saturday, February 22nd, 2025

In today’s increasingly digital world, email is often overlooked as a channel for patient engagement. Email may not appear to be as innovative or exciting as texting, video conferencing, or mobile applications. Nevertheless, email is a powerful tool that remains widely popular and accessible to most of the population, making it an essential channel for patient engagement through HIPAA compliant email marketing.

doctor emailing patient

Email Adoption Rates

Because of its ubiquity, email should be prioritized as part of your patient engagement efforts. In fact, 92% of Americans have email accounts, and 49% check them multiple times daily. Compared to 80% who text, 72% who are social media users, and 85% who have a smartphone, email has one of the highest adoption rates among digital engagement technologies. Even among older populations and disadvantaged communities, email has been widely adopted.

Best of all, email can be secured to meet HIPAA requirements and protect patient privacy, all while providing a personalized patient and customer communications.

Patient Preferences

Communicating according to patient preferences is one of the most important ways to improve engagement. Many people prefer email communication because it’s less intrusive to their daily lives. The pandemic rapidly accelerated the demand for digital services, and healthcare was not exempt from these shifting preferences. A survey conducted by Redpoint Global found that 80% of patients said that they prefer to use digital channels to communicate with healthcare providers at least some of the time.

In today’s digital world, failing to communicate according to preferences can have significant consequences. Accenture found that 34% of people said they would switch medical providers or be less likely to access care in the future because of a poor experience.

Securing data to comply with HIPAA regulations and obtaining patient consent for marketing communications is essential to engaging patients with personalized emails. Email communications are easy to opt-in and out-of, giving patients complete control over how their healthcare data is used.

The Advantages of Email for Patient Engagement

Email has several advantages, but the two most important include the ability to personalize and scale communications. Patients don’t want to receive the same generic newsletters or messaging. They expect their healthcare providers to provide information that is relevant to their health journey at the right time. The power of email lies in its ability to be customized and personalized at scale. Email APIs can pull data from your CDP, EHR, or CRM into dynamic templates. Messages can be triggered and personalized based on pre-determined actions or criteria. Organizations can create fully automated email workflows to streamline operations and meet patient needs.

By using dynamic personalization and automation, your staff can spend less time with their fingers on keyboards and more time focused on care delivery, patient engagement and better outcomes. Trigger-based email flows can remind patients of appointments, collect insurance information, ensure proper medication adherence, and send other relevant healthcare communications, including new product offers. This frees up time for staff to focus on other tasks and relieves some administrative overhead.

The Results: Improved Patient Engagement

HIPAA compliant email is one of the most effective channels for driving customer behavior. For every $1 spent on email marketing, the average ROI is $36. Email can also provide near-instant performance analytics, so it’s possible to tell what messages are resonating and which are not. In addition, A/B testing makes it simple to test components of your message on a small scale and then send out the winning formats. Trying out different email subject lines, calls to action, imagery, and other messaging is easy. Because of these features, personalized email messaging can provide better conversion rates, patient engagement, and return on investment than other digital channels.

Conclusion

Email is a powerful channel that can benefit your healthcare organization, and your patients and customers. It is often preferred for one-to-one communication and can also be an effective marketing channel. Learn more about how to address communications challenges with HIPAA compliant email by contacting LuxSci today.

Tags: email automation, email engagement, email marketing, hipaa compliance, patient communication, patient engagement, patient experience, patient preferences, patient retention, patient satisfaction, personalization
Posted in HIPAA Marketing, HIPAA Compliant Forms, HIPAA Email Compliance
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6 Email Marketing Best Practices for Healthcare

Friday, February 14th, 2025

Email marketing can be a powerful tool for healthcare organizations, but it requires careful planning and execution because of compliance requirements for HIPAA marketing. In this blog post, we will discuss email marketing best practices to help healthcare marketers achieve their goals. 

woman viewing email program

1. Define Your Campaign Goals

The success of any email marketing campaign depends on the goals you want to achieve. However, because healthcare organizations are often not selling products to their patients, marketers can be confused about how to set measurable goals for their campaigns that aren’t tied to revenue generation.

Healthcare marketers can use email marketing campaigns for various purposes, including patient engagement, education, new product or service offerings, and retention. Some possible objectives of your campaigns could be:

  • New patient acquisition
  • Re-engaging lapsed patients
  • Spreading awareness about vaccines, treatments, or medical conditions
  • Increasing treatment or medication adherence
  • Collecting survey responses or patient-reported outcomes

All of these campaign objectives will correlate with different metrics. Identifying the campaign goal and the corresponding metrics you need to track is critical before selecting the audience and crafting the content.

2. Select Your Audience

Gone are the days of sending giant email blasts to your entire contact list. The best email marketers are creating highly targeted campaigns for specific audiences. Healthcare marketers using patient data in their audience targeting efforts are at an advantage. They can use patient information to create distinct audience segments. Targeting a patient population with common attributes makes it easier to craft a relevant message to drive clear results. For example, marketers can create more relevant campaigns when they can divide their patient population into subgroups based on shared characteristics like diagnoses, risk factors, and demographic data.

3. Personalize Your Content

Once you have clearly defined your goal and your audience, it’s essential to use personalization techniques to craft relevant messaging. Healthcare consumers expect more personalization from their providers and want to receive messages that tie into their past experiences. Generic, irrelevant messaging is more likely to annoy patients than get them to act. Healthcare marketers are lucky to have a wealth of data points to use in their messaging, but they must be aware of patient privacy and take steps to secure PHI in their messaging. When you have taken the appropriate steps to secure patient data, including protected health information in email messages is possible. This improves the patient experience and makes it easier for healthcare marketers to achieve their objectives.

4. Use A Clear Call-to-Action

Your emails should include a clear call-to-action (CTA) that encourages your audience to take the desired action. These actions may include scheduling an appointment, downloading a resource, logging into a patient portal, filling out a survey, or contacting your organization. Ensure that your CTA is prominent, stands out from the rest of your content, and ties back to the goal of your campaign. Most importantly, implement appropriate tracking technologies so you can see how many email recipients followed through on the CTA.

Don’t include too many calls to action in one message! Including multiple prompts may confuse the recipient and make it more difficult for your team to understand how the campaign performed.

5. Review Your Data

Finally, it’s essential to monitor your email metrics to evaluate the success of your campaigns. Some key metrics may include open rates, click-through rates, deliverability, surveys completed, successful logins, appointments scheduled, and other relevant metrics that tie back to your goals. Use this data to refine your email marketing strategy, trigger follow-up campaigns and marketing activity, and optimize future campaigns. Use APIs or webhooks to ensure your email campaign statistics are tied into marketing dashboards to get a holistic view of how your campaigns are performing.

6. Choose an Email Marketing Solution Designed for Healthcare

Finally, to use the tactics recommended above, it’s necessary to use a HIPAA-compliant email marketing solution. Segmenting audiences and personalizing content requires the use of protected health information. Therefore, it must be secured in compliance with HIPAA requirements. Also, make sure you select a platform that can protect data both at rest and in transit to utilize the power of your data fully.

LuxSci’s HIPAA compliant email marketing solution was designed to meet the needs of healthcare marketers and enables the use of PHI at scale. Contact our sales team to learn more about our capabilities and email marketing best practices.

Tags: email analytics, email marketing, ePHI, hipaa, hipaa compliance, patient engagement, personalization, phi, secure email, segmentation
Posted in HIPAA Marketing
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What is HIPAA Compliant Email Marketing?

Tuesday, January 14th, 2025

Incorporating HIPAA compliant email marketing into healthcare marketing practices offers a powerful avenue to engage patients and promote services by using a specifically designed healthcare marketing solution that is 100% HIPAA compliant.

It is imperative to ensure that email marketing communications comply with the Health Insurance Portability and Accountability Act (HIPAA) to protect patient privacy and secure protected health information (PHI).

If you are one of the 92% of Americans with an email address, you are likely familiar with email marketing. It is a tried and true marketing strategy that delivers a superior return on investment compared to other digital channels. However, when healthcare organizations want to utilize these strategies, out-of-the-box solutions are not a good fit. Healthcare organizations must utilize email marketing platforms specifically designed to meet HIPAA’s unique privacy and security requirements.

When Do You Need a HIPAA Compliant Email Marketing?

Healthcare organizations are required to use a HIPAA compliant email marketing because their messages often contain electronic protected health information (ePHI). This includes information that is both individually identifiable and relates to someone’s healthcare.

Individually identifiable information includes identifiers like a patient’s name, address, birth date, email address, social security number, and more. By default, every email marketing communication includes the patient’s email address and is, therefore, individually identifiable. Not only does the definition of ePHI cover people’s past, present, and future health conditions, but it also includes treatment provisions and billing details. This information is often contained in email marketing messages.

While the law does not cover anonymous health details or individual identifiers sent by themselves, you must be careful and abide by HIPAA regulations when the two are brought together. You will need a HIPAA compliant email marketing service whenever you send ePHI. As we will see, even if you think an email may not contain ePHI, it is still best to be cautious.

Types of HIPAA Compliant Email Marketing Communications

An excellent example of an email blast that must comply with HIPAA is a newsletter sent to a clinic’s cancer patients. At first glance, the email doesn’t contain any specific PHI. It doesn’t mention Jane Smith’s chemotherapy treatments, other specific patients, or their medical information. However, upon closer look, it may violate HIPAA regulations.

Every email in this campaign contains a personal identifier- the patient’s email address. In this example, only cancer patients received the newsletter, which also tells you personal medical information. A hacker could infer that anyone who received this email has cancer, which is ePHI and protected under HIPAA. If you use a medical condition to create a segment of email recipients, the email campaign must comply with HIPAA.

Sometimes, it can be challenging to identify if an email contains ePHI. If you sent the same practice newsletter to a list of all current and former medical clinic patients, it may or may not contain ePHI. Even if the newsletter contained benign info about the practice’s operating hours or parking information, if the practice is centered around treating a specific condition like cancer or depression, it may be possible to infer information about the recipients regardless of the message.

There are a lot of gray areas, and it can be difficult to determine if an email contains PHI. We recommend using HIPAA-compliant email marketing for any promotional materials to reduce the risk of violations.

The Benefits of Using a HIPAA Compliant Marketing Platform

After reading this, you may think the answer is to avoid sending PHI in email campaigns. However, by keeping your communications bland, generic, and broadly targeted, you miss out on significant opportunities to engage your patients.

Using a HIPAA compliant email marketing solution, you can leverage ePHI to send much more effective messages. In the above example, cancer patients actively receiving treatment at your clinic are much more likely to be interested in your business updates. Targeted emails receive much higher open and click rates than those sent to a general list.

Results of leveraging PHI

Sending the right information to your patients at the right time is an effective patient engagement strategy. Think about it using an e-commerce example- when a retailer sends you product recommendations based on past purchases; they use your data to influence future purchasing decisions. By utilizing patient data to create highly relevant and personalized campaigns and offers, you receive a better return on investment in your efforts.

What is Required for HIPAA Compliant Email Marketing?

Finding the right HIPAA compliant email marketing platform can be challenging. Most of the common vendors aren’t HIPAA-compliant at all. Others claim compliance and will sign BAAs to protect your information at rest but still will not enable you to send PHI via email. Finding a provider that suits your business needs and protects the email messages requires careful vetting.

Generally speaking, a HIPAA compliant email platform must meet three broad requirements:

  1. The vendor will sign a Business Associates Agreement that outlines how they will protect your data and what happens in case of a breach.
  2. The vendor protects the data at rest using appropriate storage encryption, access controls, and other security features.
  3. The vendor protects messages in transit using an appropriate level of encryption with the proper ciphers.

LuxSci’s Secure Marketing email platform has been designed to meet the healthcare industry’s unique needs. Our platform was built with both security and compliance at the forefront. With Secure Marketing, organizations can send fully HIPAA compliant email marketing messages to the right patients at the right time and receive a better return on their marketing investment.

Tags: email marketing, email marketing platform, hipaa, hipaa compliance, HIPAA-compliant email marketing, marketing, personalization, phi, segmentation
Posted in HIPAA Marketing, HIPAA Compliant Email Marketing
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HIPAA Compliance Checklist

Saturday, January 11th, 2025

Our HIPAA compliance checklist was designed to help organizations understand their obligations under the law. The checklist items are not a complete list, just a starting point for your compliance program. HIPAA requires a yearly risk analysis to identify new vulnerabilities. Any business process change or new technology usage introduces new risk into an organization’s security program, so it’s important to review the standards regularly.

hipaa compliance checklist

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Tags: addressable, compliant, encryption, ePHI, hipaa, hipaa checklist, hipaa compliance, hitech, omnibus, phi, protected health information, security
Posted in LuxSci Library: HIPAA
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HIPAA Compliant Infrastructure Requirements

Sunday, December 1st, 2024

If you are building a new environment that must comply with HIPAA, you may be surprised to find that the HIPAA compliant infrastructure requirements do not require the use of any specific technology. This provides a lot of flexibility for developers and architects but can also introduce risk if you are unfamiliar with the compliance requirements. This article outlines a few considerations to keep in mind as you build a HIPAA compliant infrastructure or application.

infrastructure hipaa requirements

Dedicated Servers and Data Isolation

Reliability and data security are two of the most important considerations when building a healthcare application. Building an infrastructure in a dedicated server environment is the best way to achieve these aims. Let’s look at both.

Reliability

Hosting your application in a dedicated environment means you never have to share server resources with anyone else, and it can be configured to meet your needs exactly. This may also include high-availability configurations to ensure you never have to deal with unexpected downtime. For many healthcare applications, unexpected downtime can have serious consequences. 

Security

A dedicated environment isolates your data from others, providing an added security layer. Segmentation and isolation are crucial components of the Zero Trust security stance, and using a dedicated environment helps keep bad actors out. Hosting your application in a public cloud could put sensitive data at risk if another customer falls victim to a cyberattack or suffers a security incident.

HIPAA does not require the use of dedicated servers. Still, any host you choose must follow the HIPAA requirements associated with access controls, documentation, physical security, backups and archival, and encryption. Review our checklist for more details about HIPAA’s security requirements.

Encryption

It’s worth spending a minute discussing encryption because it’s an often misunderstood topic. Encryption is listed as an “Addressable” standard under HIPAA. Because it is not “Required,” this leads many to think that it is optional. The Rule states: “Ensure the confidentiality, integrity, and availability of all electronic protected health information the covered entity or business associate creates, receives, maintains, or transmits.” So, while HIPAA does not state that covered entities must use encryption, it does say that they need to ensure the confidentiality of any ePHI that is created, received, maintained, or transmitted.

The confusion arises because HIPAA is technology-neutral and does not specify how exactly to protect ePHI. Encryption is unnecessary if your organization can devise another way to protect sensitive data. However, practically speaking, there aren’t many alternatives other than not storing or transmitting the data at all. Encryption is the easiest and most secure way to protect electronic data in transmission and at rest.

At-Rest Encryption

HIPAA does not require at-rest encryption, though it is recommended to decrease risk and potential liability in some situations. Suppose your risk assessment determines that storage encryption is necessary. In that case, you must ensure that all collected and stored protected health information is encrypted and can only be accessed and decrypted by people with the appropriate keys. This makes backups secure, protects data from access by unauthorized people, and generally protects the data no matter what happens (unless the keys are stolen). Storage encryption is essential in any scenario where the data may be backed up or placed in locations out of your control. 

Transmission Encryption

If protected health information is transmitted outside of the database or application, encryption must also be used to protect the data in transmission. At a minimum, TLS encryption (with the appropriate ciphers) is secure enough to meet HIPAA guidelines. However, TLS alone may not be appropriate for your use cases.

  • Consider using a portal pickup method, PGP, or S/MIME encryption when transmitting highly sensitive information to end users.

Backup HIPAA Compliant Infrastructure Requirements

Backups and archival are often an afterthought regarding HIPAA compliance, but they are essential. HIPAA requires that organizations “Create a retrievable, exact copy of electronic protected health information, when needed, before movement of equipment.” You must be sure that all ePHI stored or collected by your application is backed up and can be recovered in case of an emergency or accidental deletion. If your application sends information elsewhere (for example, via email), those messages must also be backed up or archived. HIPAA-compliant backups are robust, available, and accessible only by authorized people.

Under HIPAA Omnibus, organizations must keep electronic records of PHI disclosures for up to three years. Some states and company policies may require a longer record of disclosures; some states require up to ten years. When building a HIPAA-compliant infrastructure from scratch, it’s also essential to build backups.

Conclusion

If it is your first time dealing with HIPAA compliant infrastructure requirements, be sure to ask the right questions and work only with vendors who thoroughly understand the risks involved. It can be overwhelming, but by selecting the right partners, you can achieve your goals without violating the law. 

Tags: at rest encryption, backup, data backups, data isolation, dedicated servers, encryption, hipaa compliance, infrastructure requirements, tls, transmission encryption, zero trust
Posted in HITRUST CSF, Dedicated & Cloud Servers, HIPAA Compliant Forms, HIPAA Marketing
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